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6.
How
would
you
describe
the
pharmaceu3cal
and
device
industry's
use
of
the
following
tac3cs
as
compared
with
other
industries
today
-­‐
for
adver3sing
and/or
marke3ng
purposes.
se
of
digital
overall,
how
a.
With
respect
to
the
uhe
pharmaceu3cal
and
device
would
you
describe
t
industry
compared
with
other
industries
today?
24%
7%
24%
45%
espect
o
t
edia,
how
b.
With
rescribe
tthe
he
use
of
social
mnd
device
iwould
you
d
pharmaceu3cal
a
ndustry
compared
with
others
with
other
industries
today?
We
are
very
far
behind
others
We
are
slightly
behind
others
We
like
to
think
we
are
"just
average"
We
are
slightly
ahead
of
others
29%
We
are
very
far
behind
others
5%
2%
We
are
slightly
behind
others
64%
We
like
to
think
we
are
"just
average"
We
are
slightly
ahead
of
others
We
are
very
far
ahead
of
others
We
are
very
far
ahead
of
others
Don’t
know
Don’t
know
6

7.
How
would
you
describe
the
pharmaceu3cal
and
device
industry's
use
of
the
following
tac3cs
as
compared
with
other
industries
today
-­‐
for
adver3sing
and/or
marke3ng
purposes.
se
of
mobile
overall,
how
r
to
t
online
video
overall,
c.
With
respect
to
the
uhe
pharmaceu3cal
and
device
d.
With
wespect
ou
dhe
use
otf
he
pharmaceu3cal
and
would
you
describe
t
how
ould
y
escribe
industry
compared
with
others
with
other
industries
today?
15%
4%
45%
We
are
very
far
behind
others
36%
We
are
slightly
behind
others
We
like
to
think
we
are
"just
average"
We
are
slightly
ahead
of
others
device
industry
compared
with
others
with
other
industries
today?
7%
2%
35%
31%
We
are
very
far
behind
others
25%
We
are
slightly
behind
others
We
like
to
think
we
are
"just
average"
We
are
slightly
ahead
of
others
We
are
very
far
ahead
of
others
We
are
very
far
ahead
of
others
Don’t
know
Don’t
know
7

8.
How
do
you
project
your
budget
alloca3on
(or
the
alloca3on
of
your
clients)
will
change
for
the
following
strategies
and
tac3cs
over
the
next
12
months,
with
the
respect
to
marke3ng
to
HEALTH
PROFESSIONALS?
a.
Social
media
for
health
professionals
4%
49%
2%
45%
b.
Mobile
content
for
smartphones
for
professionals
Decrease
Decrease
26%
Stay
the
same
Increase
74%
Increase
Don’t
know
c.
Mobile
content
for
tablets
for
professionals
Decrease
22%
78%
Don’t
know
d.
Mobile
display
adver3sing
for
health
professionals
8%
6%
Stay
the
same
Increase
Don’t
know
Stay
the
same
41%
Decrease
Stay
the
same
45%
Increase
Don’t
know
8

11.
How
do
you
project
your
budget
alloca3on
(or
the
alloca3on
of
your
clients)
will
change
for
the
following
strategies
and
tac3cs
over
the
next
12
months,
with
the
respect
to
marke3ng
to
HEALTH
PROFESSIONALS?
m.
Mobile
Apps
for
Health
professionals
6%
33%
61%
Decrease
Stay
the
same
Increase
Don’t
know
n.
Email
Marke3ng
for
Health
professionals
4%
43%
12%
Decrease
Stay
the
same
41%
Increase
Don’t
know
11

12.
How
do
you
project
your
budget
alloca3on
(or
the
alloca3on
of
your
clients)
will
change
for
the
following
strategies
and
tac3cs
over
the
next
12
months,
with
the
respect
to
marke3ng
to
CONSUMERS?
Social
media
for
consumers
8%
4%
28%
8%
Decrease
Don’t
know
Mobile
content
for
tablets
for
consumers
8%
2%
Decrease
37%
53%
25%
Stay
the
same
Increase
61%
Mobile
content
for
smartphones
for
consumers
Don’t
know
Stay
the
same
Increase
67%
Don’t
know
Mobile
display
adver3sing
for
consumers
Stay
the
same
Increase
Decrease
12%
2%
43%
43%
Decrease
Stay
the
same
Increase
Don’t
know
12

14.
How
do
you
project
your
budget
alloca3on
(or
the
alloca3on
of
your
clients)
will
change
for
the
following
strategies
and
tac3cs
over
the
next
12
months,
with
the
respect
to
marke3ng
to
CONSUMERS?
Consumer
video
for
disease
educa3on
and
outreach
7%
4%
Decrease
23%
Online
video
adver3sing
for
consumers
Stay
the
same
Increase
66%
10%
2%
Decrease
35%
Stay
the
same
53%
Increase
Don’t
know
Online
communi3es
for
consumers
with
speciﬁc
condi3ons
8%
0%
Decrease
41%
51%
Stay
the
same
Increase
Don’t
know
Don’t
know
Display
adver3sing
for
consumers
6%
12%
Decrease
Stay
the
same
37%
45%
Increase
Don’t
know
14

15.
How
do
you
project
your
budget
alloca3on
(or
the
alloca3on
of
your
clients)
will
change
for
the
following
strategies
and
tac3cs
over
the
next
12
months,
with
the
respect
to
marke3ng
to
CONSUMERS?
Paid
search
for
consumers
6%
2%
Decrease
37%
Search
op3miza3on
strategies
for
consumers
Stay
the
same
55%
Increase
4%
39%
57%
48%
2%
Decrease
33%
17%
Stay
the
same
Increase
Don’t
know
Stay
the
same
Increase
Don’t
know
Mobile
apps
for
consumers
Decrease
Don’t
know
Email marketing for consumers
6%
39%
16%
Decrease
Stay
the
same
39%
Increase
Don’t
know
15

16.
Please
rank
the
following
PROFESSIONAL
strategies
and
tac3cs
from
high
to
low
based
on
their
expected
ROI
over
the
next
12
months?
For
example,
if
social
media
for
health
professionals
had
the
highest
expected
ROI
it
would
rank
1
...
if
it
had
the
lowest
expected
ROI
it
would
be
last
on
the
list.
.
450
400
350
Total
Score
300
250
200
150
100
50
0
16

17.
Please
rank
the
following
CONSUMER
strategies
and
tac3cs
from
high
to
low
based
on
their
expected
ROI
over
the
next
12
months?
For
example,
if
social
media
for
consumers
had
the
highest
expected
ROI
it
would
rank
1
...
if
it
had
the
lowest
expected
ROI
it
would
be
last
on
the
list.
500
450
400
350
Total
Score
300
250
200
150
100
50
0
17

19.
In
this
sec3on,
the
term
"online
video"
will
be
used
to
describe
the
broad
category
of
online
video
(marke3ng,
adver3sing,
content,
etc.)
unless
speciﬁed
otherwise
in
the
individual
ques3on.
Using
a
scale
of
1
to
10,
please
state
how
important
online
video
is
to
your
organiza3on.
1
meaning
"not
at
all
important"
and
10
meaning
"very
important":
Not
at
all
important
2
How
important
is
online
video
(overall
including
content,
adver3sing,
etc.)
to
the
success
of
your
adver3sing
or
marke3ng
goals?
3
4
5
6
7
8
0%
20%
40%
60%
80%
100%
9
19

21.
Which
of
the
below
placorms
are
you
currently
using
for
adver3sing
or
marke3ng
to
HCPs
and/or
consumers?
YOUTUBE
18%
HULU
Use
for
Adver.sing/
Marke.ng
to
HCPs
Use
for
Adver.sing/
Marke.ng
to
HCPs
31%
Use
for
Adver.sing/
Marke.ng
to
Consumers
42%
40%
Use
for
Adver.sing/
Marke.ng
to
Consumers
66%
Use
for
BOTH
Consumers
and
HCPs
3%
Do
not
use
Do
not
use
VIMEO
3%
67%
19%
11%
Use
for
BOTH
Consumers
and
HCPs
MEDSCAPE
Use
for
Adver.sing/
Marke.ng
to
HCPs
Use
for
Adver.sing/
Marke.ng
to
Consumers
Use
for
BOTH
Consumers
and
HCPs
Do
not
use
19%
5%
5%
Use
for
Adver.sing/
Marke.ng
to
HCPs
Use
for
Adver.sing/
Marke.ng
to
Consumers
71%
Use
for
BOTH
Consumers
and
HCPs
Do
not
use
21

22.
Which
of
the
below
placorms
are
you
currently
using
for
adver3sing
or
marke3ng
to
HCPs
and/or
consumers?
Quna3aMD
SERMO
Use
for
Adver.sing/
Marke.ng
to
HCPs
40%
60%
Use
for
Adver.sing/
Marke.ng
to
HCPs
37%
Use
for
Adver.sing/
Marke.ng
to
Consumers
60%
Use
for
BOTH
Consumers
and
HCPs
3%
Do
not
use
EVERYDAY
HEALTH
3%
39%
45%
Use
for
BOTH
Consumers
and
HCPs
Do
not
use
WebMD
8%
Use
for
Adver.sing/
Marke.ng
to
HCPs
23%
Use
for
Adver.sing/
Marke.ng
to
Consumers
Use
for
BOTH
Consumers
and
HCPs
13%
Use
for
Adver.sing/
Marke.ng
to
Consumers
Do
not
use
49%
21%
Use
for
Adver.sing/
Marke.ng
to
HCPs
Use
for
Adver.sing/
Marke.ng
to
Consumers
Use
for
BOTH
Consumers
and
HCPs
Do
not
use
22

23.
How
are
you
using
YouTube
for
adver3sing
and/or
marke3ng
eﬀorts?
Educa3onal,
pa3ent
communi3es
Adver3sing
Educa3on
Mechanism
of
disease
Mechanism
of
ac3on
Tes3monial
As
part
of
content
marke3ng
strategy
Brand
channels
Branded
YouTube
channel
for
a
speciﬁc
disease
state/treatment
(1
live
and
1
in
development)
Branded
YouTube
channels
Branded
and
non
branded
content
Consumer
and
HCP
Display
adver3sing
and
user
and
brand
channels
Disease
educa3on.
Mechanism
of
ac3on
of
disease.
Science.
Tes3monial.
General
awareness.
Informa3onal/
Disease
State
Awareness
Videos
Loading
campaign
videos
as
well
as
disease
state
content
Pa3ent
tes3monials,
MOAs,
health
related
content
Pa3ent
videos
Targeted
Pre-­‐roll
branded
&
unbranded
for
HCPs
and
consumers
branded
channel
channel
crea3ng
a
network
for
individual
channels
for
each
franchise/brand
or
product
part
of
several
major
campaigns
23

24.
How
are
you
using
HULU
for
adver3sing
and/or
marke3ng
eﬀorts?
Digital
TV
extension
to
consumers
Display/video
ads
Paid
adver.sing
Targeted
Pre-­‐roll
Video
assets
Part
of
some
major
campaigns
24

25.
How
are
you
using
VIMEO
for
adver3sing
and/or
marke3ng
eﬀorts?
Pa.ent
videos-­‐
marke.ng
Video
pos.ngs
for
Blogger
outreach
As
part
of
content
marke.ng
strategy
To
stream
videos
on
our
sites
-­‐
pa.ent
hos.ng
videos
that
are
placed
on
brand
websites
websites
part
of
a
few
campaigns
25

27.
How
are
you
using
Quna3aMD
for
adver3sing
and/or
marke3ng
eﬀorts?
Adver.sing
Closed
network
Display
Engaging
HCPs,
games
Sponsored
disease
areas
part
of
a
few
HCP
campaigns
27

28.
How
are
you
using
Sermo
for
adver3sing
and/or
marke3ng
eﬀorts?
Market
research
Social
listening
and
messaging
program
Market
research,
sponsored
educa.onal
areas
Med-­‐Live
surveys
Use
as
feedback
channel
mostly
sponsorships
part
of
some
HCP
campaigns,
(and
many
campaigns
as
a
research
tool)
28

33.
How
important
is
na3ve
OR
contextual
ad
placement
within
online
video
to
your
organiza3on
in
2013?
For
example,
placing
online
video
adver3sing
for
a
product
for
RA
within
content
about
RA.
50%
44%
45%
40%
35%
30%
21%
25%
20%
15%
10%
12%
9%
15%
5%
0%
a.
Not
at
all
important
b.
Somewhat
important
c.
Not
sure
d.
Somewhat
e.
Very
important
important
33

36.
Do
you
consider
online
video
adver3sing
to
be
less
eﬀec3ve,
the
same
(neutral)
or
more
eﬀec3ve
than
the
following
forms
of
adver3sing?
DISPLAY
Less
eﬀec.ve
than
online
video
24%
24%
TELEVISION
52%
24%
Same
Neutral
More
eﬀec.ve
than
online
video
36%
40%
Less
eﬀec.ve
than
online
video
Same
Neutral
More
eﬀec.ve
than
online
video
36

37.
Do
you
consider
online
video
adver3sing
to
be
less
eﬀec3ve,
the
same
(neutral)
or
more
eﬀec3ve
than
the
following
forms
of
adver3sing?
SEARCH
SOCIAL
MEDIA
27%
27%
46%
Less
eﬀec.ve
than
online
video
Same
Neutral
49%
27%
24%
More
eﬀec.ve
than
online
video
Less
eﬀec.ve
than
online
video
Same
Neutral
More
eﬀec.ve
than
online
video
DIRECT
RESPONSE
18%
33%
49%
Less
eﬀec.ve
than
online
video
Same
Neutral
More
eﬀec.ve
than
online
video
37

39.
In
this
sec3on,
the
term
"mobile"
and
"mobile
media"
will
be
used
to
describe
the
use
of
devices
beyond
the
desktop
–
a
broad
category
of
portable
devices.
Given
the
vast
majority
of
the
mobile
experience
happens
on
smartphones
and
tablets
today,
please
think
of
these
devices
for
context.
On
a
scale
of
1
to
10,
where
1
is
the
worst
possible
strategy
and
10
is
the
best
possible
strategy,
how
would
you
rate
the
following.
Worst
Possible
Strategy
2
3
4
The
overall
strategy
and
approach
of
the
pharmaceu3cal
and
device
industry
towards
mobile
5
6
7
8
9
Best
Possible
Strategy
0%
20%
40%
60%
80%
100%
39

40.
Which
of
the
following
mobile
"apps"
have
you
implemented
in
the
past
12
months,
as
a
part
of
a
marke3ng
or
branding
campaign?
70%
60%
50%
40%
30%
20%
10%
0%
63%
50%
13%
19%
44%
13%
6%
40

45.
As
digital
marke3ng
strategies
become
more
prevalent,
how
have
your
regulatory
departments
and/or
commibees
shiked
to
accommodate
these
approval
processes,
given
this
shik
towards
digital-­‐centric
marke3ng
eﬀorts?
Learn
more
about
it.
Watch
for
OPDP
Lehers
to
set
examples
Limited
educa.on
of
review
teams
No
No
shii
at
all
The
shii
is
occurring
but
the
rate
of
change
is
not
quick
enough
Heavy
collabora.on.,
strong
partnership
The
digital
team
leads
educa.on
sessions
discussing
new
plakorms
and
how
regulatory
can
be
involved
For
the
most
part,
embraced
the
new
trends;
done
their
best
to
keep
current
with
FDA
trends,
best
prac.ces,
and
created
SOPs
to
accommodate
for
new
plakorms
being
involved
from
the
beginning
not
as
an
approval
process
Ac.vely
shaping
solu.ons
now
versus
just
regula.ng...strong
partnership
with
digital
marke.ng
team
helpful,
detailed
oriented
to
understand
they
have
moderately
shiied
45

46.
How
would
you
describe
how
your
organiza3on
is
structured
speciﬁc
to
digital?
Centralized
digital
group
working
with
all
38%
Decentralized
digital
experts/
leads
embedded
within
brands
56%
6%
A
hybrid
model
-­‐
mix
of
centralized
resources
and
decentralized
leads
embedded
within
brands
Other
46

51.
Does
your
organiza3on
s3ll
measure
digital
as
a
unique
channel
in
2013?
For
example,
if
"yes"
...
you
s3ll
look
at
digital
as
an
isolated
channel
and
if
"no"
your
organiza3on
looks
at
digital
within
the
overall
strategy.
60%
50%
50%
50%
Yes
-­‐
we
look
at
digital
in
isola.on
No
-­‐
we
look
at
digital
as
fully
integrated
in
our
measurement
metrics
40%
30%
20%
10%
0%
51

52.
How
would
you
describe
how
you
buy
digital
media
and
tradi3onal
media
today?
80%
70%
60%
50%
40%
69%
30%
20%
10%
0%
31%
We
buy
tradi.onal
media
(such
as
TV
and
print)
unique
-­‐
it
is
not
linked
with
digital
media
buying
We
have
integrated
our
buying
of
tradi.onal
media
(such
as
TV
and
print)
with
our
digital
media
buying
52

53.
How
would
you
describe
how
you
budget
for
digital
media
and
tradi3onal
media
today?
100%
90%
80%
70%
60%
50%
87%
40%
30%
20%
10%
0%
13%
We
budget
for
tradi.onal
media
(such
as
TV
and
We
have
integrated
our
budge.ng
of
tradi.onal
print)
as
a
unique
budget
-­‐
it
is
not
linked
with
media
(such
as
TV
and
print)
with
our
digital
digital
media
budge.ng
media
budge.ng
53

55.
Please
describe
the
type
of
company
where
you
are
employed
today?
This
ques3on
will
be
used
for
the
subsequent
analysis
of
the
study
by
industry
sector.
8%
a.
Pharmaceu.cal
company
5%
44%
20%
b.
Medical
device
company
c.
Agency
15%
8%
d.
Consul.ng
ﬁrm
e.
Technology
company
(such
as
Google)
f.
OTHER
55

57.
How
would
you
describe
your
professional
responsibili3es?
20%
Other
9%
Value
Medical,
legal,
or
regulatory
Working
within
the
"digital
group"
within
my
organiza.on
29%
43%
Working
on
several
brands
Working
on
a
speciﬁc
brand
0%
10%
20%
30%
40%
50%
Percent
57